The Role of Artificial Intelligence in Enhancing Reputation Management of Educational Institutions through Digital Public Relations Survey study in Iraqi Educational Institutions""
DOI:
https://doi.org/10.25130/jfa.conf.10.3.18Keywords:
Artificial Intelligence, Digital Public Relations, Educational InstitutionsAbstract
The research aimed to identify the role of artificial intelligence in enhancing the reputation management of educational institutions through digital public relations. The study adopted the descriptive survey method as the most appropriate approach to reveal the attitudes and opinions of the respondents. A questionnaire was used as the main tool for data collection, and the sample consisted of (90) individuals working in the field of digital media production within universities, in addition to the administrators of the official social media pages of the universities included in the study..
The main findings of the study can be summarized as follows:
1. AI improves digital communication strategies by organizing data and speeding up media message management.
2. AI boosts media credibility by enhancing content quality and minimizing informational and linguistic errors.
3. AI reduces workload and speeds up draft production but cannot replace human creativity.
4. Institutions struggle with poor digital infrastructure, limited expertise, and high operational costs.
5. Awareness of AI among PR managers is moderate due to limited training, though the sample ensures reliable results.
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